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Is Mobile The Key To Researching Emerging Markets?

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Where consumerism leads, brands follow, and where brands go, so marketing research goes. – Ben Leet

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Catch them if you can. Consumers are notoriously hard to read, which is why most research spend goes toward cracking the code. Up until now, the focus has been heavily weighted toward consumers in developed countries – after all, they are the first target of most manufacturers. Reaching the consumers in developing countries has been more of a challenge, and researchers have continued to rely heavily on face-to-face to get proper representation. Until today.

In an article for MRA’s Alert! Magazine, uSamp’s Ben Leet expounds on why mobile will be the tipping point. With the high penetration of smart phones in countries like India coupled with new technologies like geofencing, there is a new opportunity for researchers to bypass online methodologies and go straight to data collection via mobile. As Leet describes, “It’s almost a self-fulfilling prophecy; with increased consumerism comes an increase in smart phone penetration, and with it, the ability for researchers to reach new audiences.”

Leet goes on to highlight trends he believe will emerge in the next 12 to 18 months:

  • Mobile as a multiple methodology – app-based and mobile Web unite!
  • More research spend devoted to emerging countries – propelled by end clients pushing for more insight into this untapped resource

His article begs the question: Should researchers skip online sampling methodologies and go straight to smartphone in emerging countries?

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Anti-Social Shopping: 83 Percent of UK Consumers Don’t Care What Friends Think

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Only 1% of people have bought something via a social media site, but 30% have shopped via smartphone, the findings of a new U.K. study from uSamp have revealed.

The study of online shopping habits among 1,195 people was conducted by uSamp.™


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February 29th, 2012

Posted in European Outlook

INFOGRAPHIC: uSamp Datapoint Study on Social Media Habits in the UK

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Men are more likely to share information about themselves on social networking sites than women apart from when it comes to shopping, according to new research from uSamp™.

uSamp surveyed 600 adults in the UK in January 2012.

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February 13th, 2012

2012 EU Forecast: Can the market research industry beat uncertainty in Eurozone?

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by Ben Leet, Senior Director HRT and Survey Solutions

Ben joined the uSamp UK team at the very beginning, and is charged with building out our new client relationships in Europe. Prior to joining uSamp Ben held senior positions with Decision Tree Consulting, Toluna and Ugam, the first of which saw Ben designing, conducting and delivering full service research programmes to blue chip clients for over 5 years, before joining the online panel business at Toluna in early 2008. This combination allows Ben to understand all aspects of the market research process, adding value to uSamp clients along the way. Ben is a Graduate of the Nottingham Business School in the UK with a BA (Hons) in European Business.

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December 7th, 2011

Posted in European Outlook

Q & A People Spotlight: uSamp’s Culturally Diverse European Team

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with Managing Director for Europe, Gaelle Normand

As uSamp’s first Managing Director for Europe, Gaelle Normand couldn’t be a better fit. It’s as if uSamp created a wish list of everything we wanted, and found Normand. Born in France, she has worked in five countries in Europe, and speaks several languages. She is truly a European citizen, and loves being able to apply her extensive cultural knowledge and experience to make business more efficient and better adapted to the range of customer needs. She holds an M.Sc from EM Lyon, a leading international and European business school.

Q: What opportunities do you see for  uSamp in the European market?

A: The European market is actually several markets, each with its own culture, language, and particular needs. At uSamp, we understand the variances and we have hired people who have expertise in all key EU markets. Furthermore, we see Europe as a unique opportunity to expand our industry leading sampling business focused on European standards, customer service and access to hard–to–reach online survey respondents. The European market also provides us with new and compelling ways to showcase SaaS–based sampling solutions, which are the hallmark of our company.

Q: As Managing Director of Europe, what are your goals for our European operation?

A: We’re working toward simply becoming the preferred partner in Europe for global survey respondent solutions and online technology for market research.

Q: You’ve attracted quite a team. Can you provide more details about them?

A: We have a very talented group, experts in their fields with different cultural backgrounds and local expertise in all key EU  markets. We’re creating a close-knit group even with their diverse backgrounds. Dedicated, too. And because we’re a global company, we also offer 24/7 coverage for all projects.

Q: How do you plan to support European market researchers?

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August 10th, 2011

Posted in European Outlook